In this episode of The Verdict is Marketing, we explore how to effectively involve your staff in law firm marketing efforts. We discuss why staff members make excellent brand ambassadors, which activities they can participate in, and how to create a structured program with proper training and incentives. Learn strategies for gaining staff buy-in, tracking results through meaningful metrics, and ensuring all marketing activities comply with ethical guidelines to create a culture of collaboration that benefits your firm, staff, and clients.
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Kim: Welcome back to The Verdict is Marketing, the podcast for all things law firm marketing. I’m your host, Kim Sailer, and today I’m joined by my co-founder, Todd Blackman.
Todd: Hi Kim, great to be here.
Kim: Today we’re diving into a unique and often overlooked aspect of law firm marketing: involving your staff. We’ll discuss the importance of staff involvement, how to create a program that encourages participation, and how to ethically and effectively leverage your team’s efforts to grow your firm.
The Importance of Staff Involvement
Kim: It’s amazing how many law firms overlook their staff when it comes to marketing. These are people who interact with clients daily and often have deep community connections.
Todd: Exactly. Your staff can be your best brand ambassadors. They are incredible resources. They’re often the first point of contact for clients and can significantly impact the client experience. Plus, they bring diverse perspectives and connections that can help reach new client segments.
Kim: Why is it so important to involve your staff in your law firm’s marketing efforts?
Todd: It goes beyond just delegating tasks. When your entire team is invested in the success of the firm, it creates a powerful sense of ownership and camaraderie.
- Increased brand awareness: Staff members become brand ambassadors, naturally promoting the firm in their daily interactions.
- Expanded reach: Your team can leverage their personal and professional networks to connect with potential clients.
- Improved client relationships: Staff members who are involved in marketing efforts gain a deeper understanding of the firm’s services and can better assist clients.
- Increased morale and engagement: Recognizing and rewarding staff contributions can boost morale and create a more positive and productive work environment.
Kim: Absolutely. When your entire team feels invested in the firm’s success, it creates a more positive and collaborative work environment.
Creating a Clear Program and Guidelines
Kim: Let’s talk about establishing a structured program. What elements should firms consider?
Todd: First, you need clear guidelines about what constitutes a successful referral or marketing contribution. Define expectations, goals, and how participation will be measured.
Kim: Yes, and make it official. Document the program, including eligible activities, tracking methods, and reward structures. It’s important that everyone understands how they can participate and what’s expected.
Staff Marketing Activities
Todd: There are so many ways staff can contribute. What are some key activities you’ve seen work well?
Kim: I’ve seen several effective ways staff can participate:
- Content creation, like writing blogs or contributing to newsletters
- Social media engagement – sharing and liking firm content
- Personal referrals from their networks
- Community involvement and event participation
- Client testimonial collection
- Contributing ideas for marketing initiatives
- Client communication: Empower staff to assist clients with basic questions and inquiries, providing excellent customer service.
Todd: It’s important to remember that not everyone will be comfortable with all these activities.
Kim: Very true. You need to respect individual preferences and talents. Some may excel at writing, while others may be more comfortable with social media engagement, while others it s out of their comfort zone.
Providing Training and Resources
Kim: How do we ensure that the staff has the knowledge and resources they need to be successful in their marketing efforts?
Todd: Training is crucial. Your staff needs to understand your brand voice and marketing goals. Consider:
- Mentorship opportunities – Pair staff members with experienced marketers or senior attorneys to provide guidance and support.
- Regular marketing training sessions
- Brand guidelines documentation
- Social media best practices
- Client interaction guidelines
- Ethics compliance training
- Marketing tools and resources
How to Get Staff Buy-in
Kim: Before launching any program, we need to talk about getting staff on board. How do you recommend approaching staff about participation?
Todd: Start with open communication. Have informal conversations first to gauge interest and concerns. Explain how this benefits them personally – it could enhance their career growth, expand their professional network, and create new opportunities.
Kim: And it’s crucial to address any concerns up front, right?
Todd: Absolutely. Some staff might worry about time commitments or feel intimidated by marketing. Make it clear that participation is voluntary and that everyone has something valuable to contribute, no matter their role or experience level.
Kim: I’ve found that involving staff in the planning process itself can really boost buy-in.
Todd: Yes, instead of presenting a finished program, gather their input first. What marketing activities interest them? What ideas do they have? Often, staff have excellent insights into what clients need and want. They might see opportunities we miss entirely.
Establishing a Compensation and Rewards Program
Todd: Let’s talk about incentives. How can you incentivize staff participation?
Kim: You need a mix of rewards:
- Monetary bonuses for successful referrals
- Extra vacation days
- Gift cards or experiences
- Public recognition and awards
- Team celebrations
- Career advancement opportunities investing in their growth
Todd: The key is making rewards meaningful and achievable. Even small incentives can motivate when they’re part of a well-structured program.
Get Started: First Steps to Success
Kim: Once you have buy-in, how do you launch the program? You should start small and build momentum over time. For example, you could start by dedicating 15 minutes during your next staff meeting to brainstorm marketing ideas and identify who wants to do what activities.
Todd: That’s a great idea. It’s low pressure and gives everyone the opportunity to contribute. Then you can create a simple timeline for rolling out activities. For example, week one might be setting up social media accounts, week two could be drafting the first blog post, and week three might be planning your first community event.
Kim: Exactly. You could even create an anonymous suggestion box. The key is to create a culture where the staff feels comfortable sharing their thoughts and suggestions. You’ll also want to set up regular check-ins separate from staff meetings to discuss feedback, lessons learned, and track results.
Todd: And make sure to share the wins during staff meetings. Making it clear that you’re actually listening to their input and celebrating successes keeps everyone motivated and engaged.
Tracking Your Success: Metrics That Matter
Kim: Talking about success, how do we know if all of this is working?
Todd: That is a crucial point. You need to have clear goals and track your progress. A couple of example goals would be you want to generate five new client leads through staff referrals this month or you want a 15% increase in website traffic this quarter.
Kim: So how do you track this?
Todd: There are many tools and technology that you can use. You could use website analytics to track traffic and see where it comes from. You could monitor social media engagement and how many people are clicking on your links.
Kim: You can even track your intake. The key is to choose a few key metrics that are relevant to your goals and track them consistently. If you find something isn’t working, tweak your approach and try something new. This is a process of continuous improvement. Remember to get feedback from your staff too as to what is or isn’t working and any trends they are seeing or new insights that you haven’t considered.
Ethical Considerations
Kim: We can’t forget about ethics in this discussion.
Todd: Right. Firms need to ensure all marketing activities comply with state bar rules.
Kim: Yup and this includes:
- Avoid any activities that could be construed as improper solicitation or inducements.
- Proper disclosure of referral relationships
- Compliance with advertising rules
- Client confidentiality
Conclusion – Unleashing Your Teams Marketing Power
Kim: Involving your staff isn’t just a good idea, it s a strategic imperative for any law firm looking to grow and thrive in today’s competitive legal landscape.
Todd: It’s a win win for everyone involved. Your firm benefits from increased visibility and stronger client relationships, and your staff feels more engaged and valued, and your clients receive a more personalized and connected experience.
Kim: It really does. It’s about creating a culture of collaboration, innovation and shared success. Thanks, Todd. That was another great discussion.
Todd: My pleasure, Kim.
Kim: If you’d like a full transcript of today’s episode, please visit us at lawbard.com/verdict. You can also check out the show notes for any links or resources we’ve mentioned. You can also reach me at kim@lawbard.com or visit us at lawbard.com.
Kim: Thanks for listening, and until next time, The Verdict is Marketing is adjourned.
